Black Friday Cyber Monday 2022 Recap

In the wake of Apple’s iOS 14 security updates, e-commerce brands were braced to face a more challenging and competitive marketplace this past BFCM weekend than ever before. Success in this climate despite these new challenges hinges upon employing specific vital strategies to maximize ad performance and results.

Here at The Snow Agency, we are proud to share that we had a smooth and successful BFCM weekend for our clients. We will share crucial takeaways and key insights you should keep in mind for next year’s BFCM and as we move forward into the new year and beyond.

Without further ado, here’s a closer look at some of our results.

Black Friday 2022 vs 2021 Facebook Results

  • Spend up 101% (FB NOT DEAD)
  • ROAS down 10% 
  • CPM down 24%
  • CR up 5%
  • AOV up 4%
  • Overall Store Revenue up 39%

Cyber Monday 2022 vs 2021 Facebook Results

Top 10 spenders increased their spend this year as compared to 2021. 

  • Spend up 102%
  • ROAS down 3%
  • CPMs down 24%

Black Friday-Cyber Monday 2022 Weekend Insights (Nov 25-28) vs 2021 (Nov 26-29)

  • FB CPMs were 35% lower this year as compared to last
  • Clients spent more on ads
  • High AOV brands were the biggest winners: 8 of top 10 spenders had AOV >$100
  • LAAs (FB and Shopify Audiences) outperformed cold audiences
  • Store Revenue was +49%
  • Brands without compelling offers did NOT yield significant results over 2022’s BFCM weekend.

Key Insights For Next Year’s BFCM

1. Clearly Display Your Offer In Ads Using The ½ Second Rule

Remember, during the most impactful weekend of the year for your brand’s performance, your customers don’t necessarily care about your brand. They only care about the deal you are offering and are actively searching the Internet for the best deals they can find. 

So, it is crucial that your ad creative and copy clearly display the deal you are offering within .5 seconds aka “the half-second rule.” It is back to the drawing board to remake your creative if your ad does not pass this half-second test.

2. Make Sure Your Offer is Clearly Displayed Throughout Your Site

Don’t only put your offer on your homepage. Remember, traffic will also be navigating to your collection pages, product detail pages or landing pages and if your offer is only on your homepage, prospective customers may miss it altogether. 

Pro Tip  #1: Include a large sticky banner with your offer on your web pages that also passes the .5 second rule. 

*Bonus Points: Incorporate a daily countdown timer in the sticky banner which expires at 11:59pm (and resets at midnight if your sale takes place the following day as well). Even better if the time is also included in the fly-out cart.

3. Make Sure Your Discount Code is Easily Accessible to Customers to Identify and Use

We sometimes see marketers using a manual discount code make the mistake of not having it easily accessible to customers. 

Pro Tip #1: Code your offer directly into the site underneath the price and have the deal appear in-cart with a field for customers to easily enter the discount code. 

Of course, if you are not using discount codes and are instead holding a sitewide sale, make sure that is clear to your customers as well. Call out clearly on your site with *NO CODE NEEDED* on all your sales materials.

4. Use Countdown Timers To Create Urgency

Success during BFCM also hinges upon not only making customers excited about your deals – but also getting them to act on them fast before they expire. This is why it is crucial to include countdown timers on your site and have them expire daily to create even more urgency. 

Once you code in your countdown timer, watch your ATC – IC (Add-to-cart 👉 Initiate Checkout) rate skyrocket!

5. Allocate Proper Budget For Retargeting Audiences

A common mistake we see marketers make is not allocating enough budget for retargeting audiences. Consider how many people are in each of your retargeting audiences and how much it would cost to reach all of them (multiple times). This gives you a baseline understanding of how to scale each audience, assuming you have ROAS.

Pro Tip: To prevent customers from seeing the same ads, make sure you are showing different creatives to each audience in your retargeting campaign. An even better way to avoid ad fatigue is to run different ads from different social pages (influencer pages, publisher pages, etc).

6. Run BFCM Ads From Non-Brand Pages You Have Access To

Speaking of running ads from different pages to prevent ad fatigue, maximize conversions and results from running BFCM ads from other pages you have access to. These include influencer pages, persona pages and Black Friday Deal Pages. Don’t have a Black Friday Deal Page? Make one!

Bonus Tip: When you run ads from non-brand pages make sure you adjust your copy to reflect the appropriate tone of voice, as if it is coming directly from the influencer, persona page pr publisher (Black Friday Deals) page.

7. Use These Critical Audiences to Maximize Performance

-Pixel Purchase and order export past 180 days.

We also see marketers make the mistake of not using their order export and pixel purchase audiences past 180 days where the pixel cuts you off. Keep in mind, your order export audience is low-hanging fruit and the best-performing audience, so it is to your advantage to use it! 

-Website Visitors up to 180 days

Segment day ranges as you see fit. Make sure you at least segment 0 – 7 days if your audience is in the thousands of people.

-Engagement (FB and IG) 

-Video View (75%) – You can consolidate VV and engagement into one audience if <100,000 people are in either of the audiences.

Scale Growth and Maximize Results in The New Year and Beyond

2022 is coming to a close and another year and Q1 is ahead of us. It is the perfect time to rethink your marketing materials and strategies, and make adjustments as you head into a new year of growth.

Looking to take your marketing operations and performance to new heights? Partner with the digital marketing experts at The Snow Agency who have the savvy and knowhow to help you make moves that propel the needle forward and your business to new levels of success.

Shopify Makes Managing Your Sales Tax Easier and Stress-Free

As an e-commerce business owner, taxes are an annoying, albeit typical part of daily life. And now, with Shopify’s latest launch, Shopify Tax, managing your taxes for your business is easier and faster than ever before, offering you more precision and control over your finances.

Two of the most significant pain points when managing sales tax for your business are identifying where your company is liable and calculating and collecting tax. Shopify Tax is an end-to-end centralized solution that enables you to manage your taxes from one place directly from your Shopify admin.

What Are the Benefits of Shopify Tax?

Identify liabilities in different states

Determining where your business is liable can be challenging and frustrating, not to mention time-consuming. After the Dakota vs Wayfair Supreme Court decision of 2018, companies with more revenue from a specific state or that had a certain number of transactions now have an “economic nexus” in that state. This means they are then liable to tax collection as if they had a brick-and-mortar store in that state. It can be tricky to determine your sales tax, especially when every state differs in its guidelines and what constitutes an economic nexus in their state. 

With Shopify Tax, you can use sales tax insights to determine your liability in different states and determine if your revenues are reaching a certain threshold that would make you subject to collecting sales tax in that state.

Determine tax rates with sharper accuracy

Now you won’t have to worry about how tax rates apply to your customer’s address because Shopify will analyze the state tax jurisdictions to help determine the exact tax rate you are liable for.

Categorize products by their tax rate

It can also be challenging to determine the correct tax rates to collect for different products you sell. Shopify makes this process easier with product categorization, recommending product categories for your business that best fit your products and automatically determining the tax rate you would be subject to for a product in that category.

Be alerted to tax rate changes

To make matters even more confusing, tax rates can also change and it can be a headache to keep track of these changes. With Shopify Tax, once your products have been categorized, dealing with tax rate updates is out of your hands and Shopify will manage them for you. In addition, you will be alerted of any other vital information regarding tax changes that you should pay attention to so you can plan accordingly.

Easily integrate with third-party apps

Need to integrate Shopify Tax with other e-commerce tax apps? No problem. As an end-to-end solution, Shopify Tax smoothly complies with other third-party e-commerce apps.

 

How Does Shopify Tax Work?

 

You will not be subject to collecting tax until your store exceeds $100k in sales. And once you have exceeded $100k you will be subject to a competitive 0.35% fee or 0.25% for Plus merchants. 

Easily access sales tax insights and product categorization to learn more about your tax liabilities, thresholds, and tax rate changes anytime, directly from your Shopify admin. 

Explore Shopify Tax to learn more about all the new enhancements and features.

 

Which Businesses Can Use Shopify Tax?

 

These new Shopify Tax features will first be available to Shopify merchants who sell in the United States, and will be rolled out in the coming weeks. Shopify’s goal is to eventually expand Shopify Tax internationally.

 

Grow With The Snow Agency

 

Managing tax is one side of the equation when it comes to operating a business – the other of course, is making the sales in the first place. If you are looking to take your performance to new levels of success, partner with the digital marketing experts at The Snow Agency.The Snow Agency is proud to be a Shopify Plus certified partner and we have helped scale Shopify businesses of all shapes, sizes and verticals, generating over $300 million in GMV. Reach out for a free consultation today.

Shop Cash Is Changing The Game For E-Commerce Customer Acquisition

First came Shopify Audiences, which enabled e-commerce brands to expand their network of buyers and tap into an audience of millions of new shoppers. 

And now you can turn that audience into converting customers with Shopify’s latest release, Shop Cash. It’s both an appealing customer rewards program for shoppers and a powerful vehicle for customer acquisition for your brand.

Interested? Keep reading to learn more.

What is Shop Cash?

Shop Cash is a customer rewards program available to Shop App customers. Customers can only redeem their Shop Cash rewards for purchases made in the Shop App. Customers earn 3% in Shop Cash when they use Shop Pay for eligible orders in both the Shop App and for your specific store. 

When a customer pays for an order with their Shop Cash, Shop Cash is applied first, and they pay for any remaining balance using Shop Pay. You get paid using Shop Cash in the same way you receive payments for Shop Pay orders. And you do not incur any additional charge for payments you receive in Shop Cash.

How Does Shop Cash Offer Cash Rewards to Customers?

After a customer makes a purchase using Shop Cash on the Shop App, they will be awarded Shop Cash rewards. They will then receive offers from stores to multiply their Shop Cash balance. These offers incentivize them to continue shopping on the Shop App and with an attractive offer to expand their Shop Cash, they will be encouraged to use their Shop Cash at your store. Using Shop Cash towards their next purchase will save them money as a reward for their purchase.

What Are The Benefits of Shop Cash?

Simply put, Shop Cash is a win-win for your customers and you. Customers are rewarded with Shop Cash after their eligible Shop Pay purchases, and you can incentivize customers to shop at your store using their Shop Cash. 

Shop Cash puts your brand in front of millions of engaged shoppers already making purchases on the platform. Tapping into Shopify’s massive network of 100 MM active shoppers will significantly elevate your brand’s overall visibility throughout the Shop app. 

The opportunity to earn Shop Cash will naturally incentivize customers to make purchases from your store and then continue making purchases with their Shop Cash to earn more rewards. After all, who doesn’t like getting cash-back rewards from shopping?

And it gets even better. Shop Cash enables you to enhance the performance of your marketing campaigns to acquire and re-engage customers. 

It’s a tool for customer acquisition that just keeps on giving!

How Do Shop Cash Campaigns Work?

Shop Cash offers your brand opportunities for free, strategic marketing using push, email campaigns, and other promotions throughout the Shop App. You can also create opportunities to re-engage customers to strengthen customer connections and further enhance your customers’ lifecycle values. 

You can use Shop Cash offers to incentivize first-time sales at your store. Your Shop Cash offer will only be presented to new customers who haven’t yet shopped at your store. 

Setting up campaigns on Shop App is pretty straightforward, but it can be incredibly impactful for your brand. 

First, you set your campaign budget, then you select your maximum cost per acquisition (CPA) and Shopify will then help you target customers at your desired CPA. Note that your Shop Cash offer amount can never exceed your fixed CPA, so you won’t be hit with any unexpected charges. And you only pay for successful conversions. 

This means that you are more in control of your customers’ acquisition and, consequently,  potential ROI than ever before.

How Can You Get Started With Shop Cash?

To get started with Shop Cash offers, you can now apply for early access

Elevate The Performance of Your Marketing Campaigns

Taking advantage of Shop Cash offers to incentivize your customers can help your brand stand out on the Shop App and maximize customer acquisition and conversions to unprecedented levels. 

In the fierce world of e-commerce, especially in the wake of ongoing IOS security updates, effective marketing that fosters strong connections with your customer community means everything to the success of your business. If you want to enhance the performance of your marketing efforts to scale your growth to prodigious new heights, connect with the digital marketing experts here at The Snow Agency. 

After all, as Shopify says, it’s time to #ConnectToConsumers.

Reach out for a free consultation today.

The Snow Agency Launches Performance PR Marketing

If I were to ask you about the two biggest problems you have been facing as an e-commerce brand since the IOS 14 update, you would most likely mention ad fatigue and rising ad costs, right? Consumers are only growing warier of being constantly inundated with ads, while ad costs only continue to surge. 

What if there was a solution to these two significant issues that have hindered your growth up until now?

ANNOUNCING…our innovative Performance PR Marking Services! 

This new branch of services offered by The Snow Agency has the potential to help you lower your CPMs, drive high-intent traffic to your site, increase engagement, accelerate conversions and supercharge performance like never before! 

How, you ask? Read on.

What is Performance PR Marketing?

Meet the Performance PR funnel, a unique and strategically designed method that puts your products and offerings in front of the right audience and drives traffic directly to your site to increase your ad performance through paid social and search channels. By strategically reducing your CPMs through elevated engagement and click-through-rates, we have proven this will add to your bottom line. 

We run ads from a media publisher’s social media page, which leads to advertorial landing pages on the publisher’s website that puts your brand front and center. An audience of actively searching consumers who are already looking for products like yours will then be able to access your products, and navigate directly to your site from the advertorial landing page, where they can easily make a purchase. 

And the best part? This advertising funnel does not look like ads to consumers. This means that it will not only be more effective in attracting high-intent customers to your site, but they will already be in the market looking for products like yours. And through our advertorial featuring your brand, they will be able to make an easier, better informed decision to move them towards purchase.

The Many Benefits of Performance PR Marketing to Amp Up Ad Performance

In addition to lower CPMs and ads that don’t look like ads, you can also take advantage of white-listing access to the publisher’s Facebook, Instagram and TikTok pages and increase click-through rates while reducing cost-per-clicks. Plus, you’re in total control of your PR narrative. We will bring your brand’s vision to life to best represent your brand while catering to your exact target audience. Getting in front of the right audience means higher engagement on your ads with higher amounts of likes, comments and shares.

You can also use licensing rights to use the publisher site’s logo on your organic assets and website to elevate your social proof. Plus, higher traffic to your site and offerings will supercharge your SEO value.

What Kind Of Performance PR Angles Can You Use to Tell Your Story?

Choose from various strategic angles designed to tell your brand and product story exactly as you envision. 

Our Performance PR angles include a first-person testimonial, your brand vs a competitor, top 5 product category round-up, the top pick in a product category, product review, problem-solution, 5 reasons why, and a founder’s story. 

Ready to take the first step to lowering CPMs, increasing CTRs and elevating performance to new heights?

Reach out to The Snow Agency today.

Shopify’s New Purchase Option: Try Before You Buy

What if I told you that you could now remove a significant risk from purchasing your product and help a customer make a more informed decision? Does that sound too good to be true? 

Well, with Shopify’s newest release, it is possible. Meet Shopify’s “Try before you buy.” Shopify is changing the world of e-commerce once again with this recent purchase option that puts more power in the hands of consumers, reduces customers’ purchasing risk, and can ultimately help accelerate conversions for your business.

What Is “Try Before You Buy”?

“Try before you buy” is Shopify’s newest purchase option that enables you to deliver orders to customers to “try” out products for a certain period of time before collecting payment from them. You can still charge customers, of course. But the difference is you’re enabling them to experience a trial period in which they can have the time to make an informed decision about your product. This period can be several days, a week, or even longer, depending on how long you decide. 

And no worries about receiving future payments. Before you send out a shipment to customers, customers must disclose their payment information upfront, authorizing that they will send a charge to your business sometime in the future. Shopify ensures that each customer’s data is securely stored throughout the process.

How Will “Try Before You Buy” Impact Your Business?

Shopify’s “Try before you buy” has the potential to significantly enhance your business’s performance, build stronger trust with customers, help you reach a wider customer base and amp up conversions.

Create a satisfying customer experience with greater trust

If you asked customers what the biggest drawback of shopping online was, they would probably bring up the fact that they can’t physically touch and see the item online they are shopping for as they can in a brick-and-mortar store. 74% of customers expressed this sentiment in a survey, revealing that one major obstacle that hindered their online purchasing decisions was not being able to try out the products before buying them. 

If customers can’t experience a product in real-time before they buy, it makes it that much more difficult for a customer to trust that a product is right for them. Without the ability to make an informed decision, some customers might feel that it is ultimately not worth the risk of making an online purchase. 

But Shopify’s “Try before you buy” has the power to change that. Now customers can try out a product of yours for a certain period of time to make an informed decision and determine whether or not the item is right for them. This not only creates a stronger, more flexible and convenient customer experience, it also helps customers build trust with your business and can ultimately drive greater satisfaction and loyalty. 

Attract a new market of customers 

Ecommerce is fiercely competitive, and including a “Try before you buy” as one of your purchasing options can help your business stand out from other brands that do not offer the same purchasing flexibility. “Try before you buy” will help attract customers who may otherwise not have ever taken a chance on your product. With less at stake, customers who typically second guess their online purchases will feel more confident about trying out and buying an item from your company. 

“Try before you buy” will also help you attract customers who like comparison shopping. As 81% of consumers prefer to research products before making a purchasing decision, customers will appreciate having the ability to compare your product to others from other brands. They may also decide they don’t need to look elsewhere as they found exactly what they were looking for from your company. 

Boost conversions

“Try before you buy” can help you accelerate conversions like never before. 

It might seem counterintuitive – how can a “Try before you buy” option help drive conversions if customers take home your products before they paid for them? But remember, given the risk involved in buying online, they may have otherwise never ordered the product from your company at all. 

When customers doubt making an online purchase, they often abandon the purchase altogether. According to sources, approximately 70% of customers abandon their cart before making purchases online. With customers having the option to not pay for an item of yours until after they decide to keep it, there is less financial risk involved, and more customers will be encouraged to make an order from your company in the first place. 

How Can You Get Started With Shopify’s “Try Before You Buy”?

So, you like what you have been reading and want to hop on board. 

Getting started with Shopify’s Try Before You Buy is easy. Simply install a “Try before you buy” app directly from the Shopify store. 

After you set up your account in the Shopify Admin, you can work out the details of the trial period involved, deciding how long a customers’ trial period will last before they will be charged for the item they ordered.

Accelerate Your Growth With The Snow Agency

As a Shopify Plus certified partner, our agency has helped hundreds of businesses of all sizes and verticals supercharge their growth. And we can do the same for your company.  If you want to amplify your brand’s performance like never before, partner with the digital marketing experts at The Snow Agency. Our top-tier marketing teams drive explosive results that mean everything to your bottom line. 

Start making moves to scale your growth and reach out for a free consultation today.

Shopify X YouTube: YouTube Shopping to Scale Commerce and Community

Shopify continues to launch features that are changing the game for ecommerce brands. Shopify recently released its newest integration with YouTube, YouTube Shopping, allowing creators to more deeply connect with their online community and for ecommerce brands to leverage creator networks to promote their products. 

A win-win for creators and ecommerce brands, this development will enable both parties to scale their growth more than ever before. 

What is YouTube Shopping? 

YouTube brings commerce into its platform with the release of YouTube Shopping. The millions of merchants in Shopify’s network can now take advantage of YouTube’s over 2 billion monthly active users to exponentially expand the reach of their product offerings. YouTube Shopping allows Shopify merchants to promote their products using three outlets:

  • Live streams: Merchants can turn live streams into engaging, shoppable experiences to promote their products.
    • Tag and pin your products to the live stream at integral points. Viewers can then directly shop your inventory during the live stream, while picture-in-picture playback will enable customers to continue watching your live stream while they make their purchases. 
  • Videos: Merchants and creators can feature a curated, shoppable display of products on a product shelf that appears below the video content. 
  • Store Tab: Merchants and creators will now be able to add a whole tab devoted to displaying their product offerings as an addition to their YouTube channel.

What Does Youtube Shopping Mean for Creators and Merchants? 

According to a study YouTube conducted with Publicis and TalkShoppe, 89% of viewers trust recommendations they receive from YouTube creators. YouTube creators already use video content to promote brands they work with, so this integration with Shopify feels like a natural next step for both the merchant and creator to scale their growth. 

In a match that feels serendipitous, YouTube Shopping merges the merchant with the creator, blurring the lines between both parties. Kaz Nejatian, Shopify’s VP of product stated, “We believe creators are the next generation of merchants…” as he expressed his excitement for how this new development will supercharge the creator economy and YouTube’s growth. Shopify also aims to accelerate its overall conversion rate and sales with this release.

YouTube Shopping enables merchants to leverage video content to deepen engagement with their customers’ networks while directly promoting their products. Creators can use YouTube Shopping to monetize their personal brands, promoting their merch or own line of products, while merchants can use YouTube video content to access new audiences and build stronger customer connections. 

Which Merchants Are Eligible to Use YouTube Shopping? 

To get started with YouTube Shopping, merchants will need to have at least 1,000 subscribers.

Learn more about the requirements around content creation here in YouTube’s guide to YouTube Shopping. 

How To Get Started With YouTube Shopping

  1. Install the Google Channel in the Shopify App store.
  2. Connect your YouTube Account in the Youtube Shopping section of the Google Channel.
  3. Decide which products to promote in your YouTube Shopping content. 
  4. From the Shopping tab you can access the Monetization tab and begin adding products to feature in your videos. 

Content is At the Center of Your Growth

One thing we can learn from YouTube’s integration with Shopify is that content is not only at the heart of engagement with your community but also the catalyst for your growth. YouTube Shopping enables you to leverage content and creator networks to reach new audiences of buyers and scale your growth to exponential, new levels. 

If you want to accelerate your brand’s performance and start making moves that mean everything to your bottom line, partner with the digital marketing experts at The Snow Agency. Our leading marketing teams create powerful content that drive explosive results for our clients. 

Get started with a kickoff call today. 

TikTok Releases the Long-Awaited Attribution Manager

First came TikTok’s conversion data sandbox, launched recently to optimize attribution of TikTok ads to enable more accurate and high-performing attribution. And now comes an even more exciting development to enhance campaign measurement and maximize performance further: TikTok Attribution Manager. 

What is TikTok’s Attribution Manager? 

Attribution is key to gaining insight into customers’ actions after clicking or viewing an ad after a certain period. This information is vital to understanding what does and does not work in your ad campaigns and further informs ad content strategy to enhance future performance. 

An attribution window refers to the time passed from when a person first clicked or viewed an ad and the point at which they took action. The launch of TikTok’s attribution manager enables marketers running ads on TikTok to customize the length of their attribution windows, ranging from one day to 28 days. This means that based on the campaign’s specific needs, marketers can adjust the parameters of the attribution window to optimize the campaign toward reaching specific goals and maximize their ad performance. 

A flexible attribution manager is vital because the campaigns’ length and expected conversion times can vary so much across different brands and their respective offerings. For example, if a brand expects that customers need a certain amount of time to deliberate about their purchase rather than make an impulse buy, it would need a longer attribution window. 

How Does TikTok’s Attribution Manager Work? 

TikTok’s Attribution Manager enables you to customize click-through attribution from one day to 28 days and view-through attribution up to 7 days. However, it will automatically default to 7-day click and 1-day view for TikTok Pixel and Web Event API advertisers. 

The length of the attribution window you choose determines how long a customer has to take a certain action on your ad ad for that action to be recorded in TikTok Ads Manager. 

What Does TikTok’s Attribution Manager Mean to Ad Campaign Performance? 

In the past, with TikTok’s more basic attribution capabilities, TikTok could only track conversions that occurred directly after a consumer clicked immediately within the same session. This means that even if the same customer returned later that day to make a purchase, TikTok’s Ad Manager didn’t register it as a conversion. This would result in TikTok’s pixel reporting many false negatives leading brands to believe that their ads did not result in conversions when in reality, they did! 

The introduction of the conversion data sandbox that enabled cross-conversion reporting was a major development, helping to improve TikTok pixel’s feedback loop with more accurate, reliable and high-performing attribution. 

And now, with the release of a flexible attribution manager, TikTok’s pixel will be able to capture events beyond 1-day click like it was only able to do in the past. Longer attribution windows mean that the TikTok pixel will now be able to pick up more data about conversions across various sessions and thus, have more positive data to report. This is huge in terms of how this will result in a more positive feedback loop.

More simply, advertisers on TikTok will have more data to work with to gain deeper insights into what is and isn’t converting in their ads and then use those insights to inform future ad content strategy. More reliable and accurate attribution can potentially supercharge ad performance like never before. 

Which Brands Have Access to TikTok’s Attribution Manager?

Any brands that currently use TikTok Ads Manager can now access TikTok’s Attribution Manager directly from TikTok Ads Manager under the Assets menu. It will be available to marketers creating campaigns using either the TikTok Pixel or Events API. 

Learn more about how TikTok’s attribution manager can amplify your ad campaign efforts and performance. 

Amp Up Your Campaign Performance With TikTok Advertising

TikTok is a powerful platform in which ecommerce brands can advertise their products to drive massive conversions and growth for their business. And now, with the introduction of TikTok Attribution Manager, shortly after the release of the conversion data sandbox, you have more opportunity than ever to optimize your campaign performance to move the needle for your company. The right strategy makes all the difference. Partner with the digital marketing experts at The Snow Agency to help your brand home on the right ad content strategies, accelerate your ad performance and experience more growth than ever before. 

Reach out for a free consultation today.

Shopify Audiences Best Practices

If you have been staying up to date with the exciting developments happening in the marketing world, you would know that Shopify recently launched Shopify Audiences. Shopify Audiences is a free prospecting tool that uses a machine-learning algorithm to allow you to connect to Shopify’s massive network of consumers to find new audiences of high-intent buyers. With valuable insight into customer information to better target high-intent buyers, you can supercharge the performance of your top-of-funnel acquisition, drive conversions and increase return on ad spend. And it may just be the solution to attribution and post-IOS 14.5 tracking.

Shopify Audiences is available exclusively to brands that use both Shopify Plus and Shopify Payments. If you’re not yet on the Shopify Plus plan or processing payments with Shopify Payments, this is a compelling reason to make the switch.
Ready to get started with Shopify Audiences? Here are 9 best practices you should know. Keep in mind that Shopify Audiences is a brand new tool and new best practices will emerge on a regular basis as the product matures. These 9 came directly from Shopify:

  1. Categorize your products

Success in ecommerce depends on ensuring you get the right products in front of the right audiences. The easiest way to do this? Label your products in your Shopify Admin with their product type to help link your products to the right customers. Not only will it help you better target the right customers, but it will also increase the efficiency and accuracy of customer acquisition. Shopify Audiences relies directly on your assigned product categories to determine which consumers are in the market for that particular product. If you don’t do this, you’ll limit the effectiveness of Shopify Audiences.

  1. Re-export your in-market and lookalike audiences every 7 days 

As Shopify Audiences continues to get rolled out to more and more brands, the algorithm will continue to evolve and improve. Shopify advises refreshing your audience or lookalike every 7 days to make sure it is up to date and can predict the most relevant high-intent shoppers for your brand. For example, if you have an Audience crafted around women’s shoes, if you don’t re-export your Audience to Facebook, you won’t have the most up-to-date target audience in your ad account. Your aged Shopify Audience may still contain people who are no longer in the market for your products. Be sure to put the date of your Audience export in the title of your audience and ad set to easily keep track of this!

  1. Track audience export dates 

Keep track of when you exported your audiences to determine which exports performed well and which need adjustments. This will help you also pinpoint when you need to refresh an audience. Put the export date in your ad set too!

  1. Try multiple audiences and different products 

The key is to keep testing and learning what works and what doesn’t. Test out different product sets to represent a range of different personas within your store – to see which products of yours best resonate with which audiences.

  1. Build scale 

As your performance improves, begin scaling gradually with in-market audiences. The network of audiences you can potentially tap into will continue to expand as more and more merchants are added.

  1. Create lookalike audiences 

Creating lookalike audiences offers you more opportunities to expand your network of high-intent buyers to reach audiences of ideal customers – while lowering CPMs. And brands are already starting to see results! Blender Bottle earned a 6x return on its ad spend from using lookalike audiences. 

  1.  Test the Reach objective in your ad settings to lower CPMs. 

Leveraging this niche audience of high-intent buyers comes with higher CPMs since you have a custom list of consumers you are trying to target directly. This means in order to target these people directly, you automatically need to bid more to reach this defined audience. However, there is a workaround. Test the Reach objective to radically lower CPMs, while maintaining the same high intent audience. If you can target the same list of high intent purchasers, theoretically, you can elevate performance through hacking your way to lower ad costs.

  1. Exclude Shopify custom audiences from other ad sets

Keep your ad sets on Shopify Audiences separate from other ad sets while running similar campaigns to better measure attribution by avoiding audience overlap. Also, avoid stacking audiences to increase attribution accuracy. 

  1. A/B test with your comparison audiences

For accurate A/B testing to your comparison audiences, only target U.S. and Canada, exclude your existing customers, and make sure your budget is proportional to each ad campaign audience. Your first tests should be Shopify Audiences against a similar-sized Facebook lookalike or interest-based audience.

Get started with Shopify Audiences today to amplify customer acquisition and amp up your conversions.

Shop Cash – Shopify’s Newest Rollout

Just when Shopify launched Shopify Audiences to help ecommerce brands better target high-intent buyers and maximize ROI, comes another exciting new development currently being rolled out. But this one incentivizes and empowers both buyers and sellers alike. Meet Shopify Cash – a reward program designed to encourage customers to purchase within the Shop app.

Shopify is focusing on increasing value for both merchants and consumers, alike. They are doing everything they can to get as many merchants on the platform, on Plus plans, accepting Shopify payments, and leveraging the Shopify Fulfillment Network. Now, with the rollout of Shop Cash, they are making their next big play to keep consumers incentivized on spending on the Shopify network of brands. 

What is Shopify Cash and How Does It work? 

Shopify Cash is a rewards program that offers Shop app customers another way of making payments for purchases they make in the Shop app. Shopify Cash works like “points” or “cash rewards” for customers to use towards their purchases. When a customer uses Shop Cash to pay for their order, their Shop Cash is applied first. Any balance remaining they pay for with Shop Pay. 

Shop Cash works the same way as Shop Pay as a payment method to pay you for Shop Pay Orders. For merchants, note that the payment for a Shop Cash portion of an order might get paid out to you a day after your Shopify Payments payout. 
Shopify Cash is available to some Shop app customers and can only be used within the Shop app. Shop Cash does not have any monetary value outside the Shop App. 

How Will Shopify Cash Incentivize Customers? 

Typically, customers can only make use of the specific rewards program that an individual brand offers them and their rewards points can only then be applied to that specific brand.  What’s unique about Shop Cash is that it rewards customers with cash that they can use across the entire Shopify ecosystem. This means that they can apply their cash rewards to any brand’s store or product. This keeps them within the Shopify ecosystem and increases the chances that they will fulfill their needs there rather than seek out other retail options, like Amazon or local retail stores.

In terms of competing with the likes of other ecommerce marketplaces, Shop Cash is a significant play for Shopify. And if you have been on the fence, trying to decide which marketplace to use for your ecommerce store, Shopify might very well be the right one for you to gain major traction and supercharge growth of your business. Shopify continues to evolve with new and advanced features to help ecommerce brands maximize performance and drive conversions to enhance ROI. And in today’s increasingly fierce market, you need all the edge you can get. 

Learn more about Shopify Cash in the Shopify Help Center and within the Shop App

Stay Competitive With the Right Agency

Getting started in the world of ecommerce, especially in such a cutthroat market can be challenging and scary. That’s why you need to partner with digital marketing experts with the savvy and know-how to help your brand cut through the noise, stand out and make the kinds of moves that will mean everything to your bottom line. Reach out for a free consultation today.